Unlocking Innovation: How Steve Jobs Mastered Brainstorming Sessions

At the age of 31, Steve Jobs left Apple to launch NeXT, a new venture where he continued to hold brainstorming sessions with a distinctive style marked by his idealism, passion, and unwavering conviction. This article explores the valuable lessons entrepreneurs can learn from Jobs' approach to collaborative innovation and how to apply his genius marketing strategies effectively.

Steve Jobs' leadership style has been analyzed extensively, praised and criticized alike. Love him or hate him, his achievements are undeniable: he built one of the most successful companies on the planet in a remarkably short time.

However, in 1985, Jobs was forced out of Apple. Within months, he founded NeXT, focusing on developing powerful computers tailored for higher education institutions.

Many talented professionals left Apple to join Jobs at NeXT, demonstrating the strong belief people had in his vision.

The video below features excerpts from brainstorming sessions during NeXT’s first three months, revealing insights into how Jobs inspired his team.

Entrepreneurs can adopt several of Jobs’ behavioral traits to conduct more effective meetings and foster innovation within their own companies.

Here are eight key takeaways from these sessions, complete with timestamps for deeper understanding.

Show Genuine Passion (4:58)

Jobs' exceptional ability as a facilitator shines through in his opening remarks. His enthusiasm is infectious, his speech natural, and most importantly, he genuinely believes in what he says. If you’re not inspired by your idea first, it’s unlikely anyone else will be.

Focus on Creating Value (5:40)

“We work on this project because it truly excites us… because we genuinely care about higher education—not just because we want to make money.”
— Steve Jobs

For entrepreneurs, nothing is more fulfilling than knowing your product or service positively impacts lives and that this value is recognized by others.

Challenge Your Team (6:15)

Throughout the video, Jobs rigorously tests his team by asking probing questions and drawing precise conclusions from their answers. He accepts nothing at face value and often expresses disagreement candidly.

Yes, Jobs could be demanding, but as Guy Kawasaki—who worked twice with Jobs—put it:

“If you ask Apple employees why they tolerate all the challenges working there, they’ll say: ‘Because Apple lets you do the best work of your career.’”
— Guy Kawasaki

Maintain the Right Focus (6:53)

“You need someone to remind you that you’re on the right path and moving toward your goal. When you have to travel thousands of miles and have only taken the first step, it feels overwhelming. It helps when someone says, ‘We’re one step closer… The goal definitely exists. It’s not a mirage in the distance.’”
— Steve Jobs

As your company grows, it's easy to lose sight of what truly matters. However, never compromise on the core beliefs that define your mission. This unwavering focus is what led to Jobs’ initial departure from Apple—and ultimately, his triumphant return and the company’s unparalleled success.

Prioritize Strategically (7:26)

During a discussion on NeXT’s priorities, Jobs demonstrated his unique ability to concentrate on what truly matters and defend his viewpoint convincingly.

When the team challenged the decision to keep the computer’s price at $3,000, Jobs passionately argued:

“If the computer is three times faster, no one will pay $4,000. It has to be $3,000 or it won’t sell. That’s the magic number… Whether it’s a lot or not, we set this price and can stand by it.”
— Steve Jobs

The team agreed, keeping price as the top priority. Knowing what’s important is one thing, but convincing your team why it matters is what drives alignment and success.

Know When to Interrupt (11:20)

In the video, a female team member begins a lengthy explanation. Initially, Jobs listens calmly, but as her points drag on, his patience runs out, and he interrupts before she finishes.

This highlights a common meeting challenge: someone speaking too long while others hesitate to interject. Being a good listener is essential, but knowing when to respectfully interrupt saves time and resources.

Learn from the Past but Don’t Get Stuck (12:05)

When a team member cited past failures, Jobs responded:

“I don’t want to hear, ‘Because we failed last time, we’ll fail again today.’ This is our chance—a fantastic opportunity.”
— Steve Jobs

Great entrepreneurs understand that mistakes are part of the journey. The more you strive, the more you stumble, but success is always nearby—you just have to keep searching for it.

Focus on the Positive (13:00)

“I started listing things we don’t know, then I remembered our company is only 90 days old. Looking back at everything we've accomplished in that time is simply incredible.”
— Steve Jobs

When facing a long road ahead, focusing on progress made and lessons learned fuels motivation to keep moving forward.

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